First Major Campaign For Supermarket ASDA Focusing on its new ASDA Price Guarantee
28 APR 2010
Today Saatchi & Saatchi's first major campaign for the supermarket Asda will go out nationally, launching the retailer's new official ‘Asda Price Guarantee'.
The Asda Price Guarantee gives shoppers the certainty that they are looking for in today's world, because, for the first time ever, Asda will guarantee that the cost of your shopping basket will be lower than that of the same basket at their leading competitors. And if it's not, they will give back the difference.
The first TV ad focuses on an Asda customer picking up their shopping basket. The film slows right down making this simple action feel like something greater, something epic as the voiceover announces the Asda Price Guarantee and shopping changes for good.
Kate Stanners, Executive Creative Partner, Saatchi & Saatchi London says:
"Creatively the new work sees a significant shift away from the ads we have seen in the past. The ad dramatises a single moment in time for the Asda customer, highlighting Asda's total dedication to every moment of their customers' shopping experience."
Launching at the same time, is a Rollback TV ad, that highlights Asda's commitment to efficiency and to passing on its savings to customers in the Big Spring Rollback. The same slow motion filming is used as the Asda employee turns off the depot lights to save money.
Mark Sinnock, Director of Marketing Strategy and Advertising at Asda says:
"This campaign signals a shift both strategically and creatively for us. The Asda Price Guarantee, a world first, serves to highlight the total commitment we make to our customers, and it really does deliver the reassurance, trust and transparency around price that customers are looking for in today's uncertain world. Now people can see for themselves, and know without doubt, that there is only one supermarket prepared to offer the lowest price on your weekly shopping, or refund the difference. Creatively, we believe that the simplicity of focus and new tone, gives the brand a genuine and refreshing new aspect for customers to engage with."
The TV ads were shot by up and coming director Jamie Rafn who featured in the 2006 Saatchi & Saatchi New Director's Showcase.
This latest work is the first in a series of initiatives that will be delivered over the Spring and Summer.
Notes to editors
- Saatchi & Saatchi London is known for its strength in creating Loyalty Beyond Reason for its clients' brands. Its clients include the Labour Party, NSPCC, Carlsberg, Visa, Guinness, T-Mobile, Axa, Olay, Ariel and Head & Shoulders. The Saatchi & Saatchi Network has 140 offices in 80 countries and 6,500 employees.
- Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.
